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Grapes executes Eicher’s new beat #UpTimeHaiTohOnTimeHai

Through the music video campaign, the company is celebrating its passion for Uptime, which is a commitment to put the truck back on the road on time

Click on the image to watch the TVC

Eicher has launched a new music video campaign for the brand, which has been conceptualised and executed by Grapes.

Through this music video, the company is celebrating its passion for Uptime, which is a commitment to put the truck back on the road on time.

The campaign showcases the competence and collaboration of the technicians and other support services around the theme of #UpTimeHaiTohOnTimeHai.  

Living in the current digital age, consumers now look for instant gratification and are getting accustomed to receiving goods and services instantly. The change in expectation can only be matched if the transportation industry is well equipped to deliver goods and services, from FMCG to durables and especially e-commerce, always on time. Hence, when a truck breakdown, life comes to a halt.    

The music video highlights the team moving to the Uptime Beat, in order to meet the commitment of on-time delivery of the truck.

The campaign is also made with the purpose to celebrate the effort of the uptime technicians, through a dedicated ‘Uptime Day’ and going forward Eicher will celebrate the day every year across its workshops with a renewal of its Uptime commitment.  

Shradha Agarwal, Co-founder and CEO Grapes, said, “Eicher as a brand has always worked towards optimising the performance of the vehicle. The uptime services it provides play an instrumental role in ensuring minimum disruption to the supply chain by ensuring the vehicle coming to its workshop hits the road back on time. The chorus UpTimeHaiTohOnTimeHai depicted with the help of music and dance effectively establishes the role of Eicher in providing superior uptime to avoid any unplanned breakdowns. Therefore, to instill this message amongst the Eicher uptime workers on a regular basis, we thought there is nothing better than coming up with an anthem that can be played and celebrated by the Eicher technicians.”

Bhagwan Bindiganavile, SVP – Strategy, said, “Modern life is based on the timeliness of logistics. From the delivery of fresh fruits and vegetables to children coming home, being on time is critical. Everything we do at Eicher, from designing reliable trucks to the state-of-the-art real time fleet monitoring, is dedicated to improving Uptime. This video is a celebration of our commitment.”

Rohan Mascarenhas, Head - Brand and Marcom, mentioned, “At Eicher, Uptime is not just a service promise but a movement, that each of us, play a role. This video showcases the passion of Team Eicher and is a source of inspiration to make everyone continuously move to the Uptime Beat. And the team at Grapes did a fantastic job in effectively capturing the essence of Uptime in an extremely innovative and entertaining manner.”


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